New selling models

In developing countries, distribution- and pharmacy-focused selling models are key to reaching less affluent patients.

We know that improved patient care is possible through selective product price discounts, encouraging patient ability to afford medicines.

 

Awareness campaigns

Unique distribution and media channels can be used to connect with less affluent, under-served patient populations. In Romania, for instance, a governmental partnership more than tripled the number of patients who received cardiovascular medicines.

 

Value-added services

Including services with pharmaceuticals can help patients understand the value of treatment. Screening programs are particularly effective in creating awareness of diseases - and available treatments - among less affluent populations.

In Egypt, a campaign of one-day screening programs conducted at geriatric houses, community clubs and medical clinics, clearly identified calcium deficiencies among elderly people. This led to a 12% increase in patients receiving calcium supplements.

Current pilots underway in Turkey and Egypt are extending this concept through the bundling of blood pressure monitors and calcium supplements.

 

Pharmacist programs

Pharmacists play a central role in most access and affordability initiatives because they help to educate less affluent patients. Providing pharmacies with educational materials and other tools can therefore be an effective way of delivering value messages to patients. Programs in South Africa and Egypt aimed at educating pharmacists on treatment options to relieve pain helped increase patient access to effective painkillers by 30% and 50%, respectively.

A full understanding of the roles, attitudes and motivations of all decision makers (patients, doctors, pharmacists, distributors and payors) is critical to improving patient access and affordability. As markets continue to evolve, Novartis will continue to explore innovative ways to make medicines affordable and accessible.